H&M HOME Concept Store To Launch At Dubai Mall

BY Iman Vakil / Aug 24 2020 / 10:00 AM

The interior brand’s first concept store in the Middle East will see an in-house florist and an assortment of dry food, as well as customisation services, integrated into a contemporary design destination

H&M HOME Concept Store To Launch At Dubai Mall

Opening 3 September next to the iconic Dubai Mall Aquarium, H&M HOME will see a curated assortment of furniture, lamps, bedding and accessories offer metropolitan and eclectic interiors at competitive price points.

Presenting the H&M HOME Edit by Emirati designer Khalid Shafar, Camellia Henriksson, Head of Customer Experience at H&M Lifestyle Brands, announced, “Given the success we have had in Europe we are humble and hopeful the customers in the Middle East will love our stores and the offer just as much. We hope to be the natural choice when it comes to decorating your home.”

Emirati designer Khalid Shafar

With additional outlets of seasoned brands Lilly Fleur and Le Pain Quotidian inside the store, high-quality seasonal flowers, dry flowers and plants and organic foods will also be available to purchase.

Additionally, the new H&M HOME Dubai will feature a 'Take Care Room', where customers will be able to repair, remake, or refresh pre-loved garments through personalised monograming and tailoring services for sustainable and creative clothing care.

Taking inspiration from a boutique hotel and moving away from the conventional retail space, Henriksson revealed that the store design will mimic the home. “It’s important for us to present our products in an environment that feels authentic,” she notes. “We invite the customer to a journey from room to room where our products are beautifully presented in an inspiring way. Every room has its own character.”

The concept store will open with a fall collection embracing natural materials, warm natural tones and tactile materials for a soft, vintage and romantic autumn. 

Evelina Kravaev-Söderberg, Head of Design at H&M Home, describes the collection’s point of inspiration as, “The rural feeling of countryside living. We wanted to bring a piece of nature inside,” she continues, “As the home becomes our sanctuary as we spend more and more time there.” Visitors can expect to see wood, rattan, jute, linen and ceramic heavily featured, alongside irregular, sculptural shapes and pale floral patterning.

The H&M HOME concept store will launch at Dubai Mall on 3 September, 2020 and will be available to order online with a home delivery service

Lead image courtesy of H&M